Capturing a Brand Essence

Jody Maberry Show ep 382 Lindsay Carlson

“People are going to your website for the relationship.”

For a long time, we treated websites like pure pieces of technology. If the pages loaded, we checked the box and moved on. Lindsay Carlson helps remind me that a website isn’t just a tech project. When done right, it is a communication hub, a relationship builder, and a storytelling engine.

Lindsay has more than two decades of writing for the web. She’s been coding since the days of early HTML. Yet I recently discovered her work through our mutual friend and frequent guest, Tim Dyck, the founder of Best Culture Solutions. When Tim launched his updated website, I was completely blown away by how perfectly it captured his exact essence. As someone who has worked with Tim since before he even started his company, I know who he is and what he stands for. Seeing his personality translated onto a digital screen made me realize I had to get the strategist behind it onto the show.

while structural frameworks are excellent starting points, building an impactful digital presence requires a deeper relationship piece. As a certified StoryBrand guide, she knows that to capture a leader’s true essence online it takes genuine time, in-depth conversation. It’s like putting on a detective hat to figure out where a specific brand’s magic truly lies. Is it rooted in incredible credibility or profound client empathy?

When Tim first stepped out of the corporate world six years ago, his website reflected a broad mix of ideas. Over time, as his business grew, he kept adding new services to his pages to match client inquiries. The result was a cluttered digital storefront trying to speak to too many different profiles all at once. By pulling back and refocusing entirely on his ideal organizational clients, Lindsay was able to get rid of the excess noise.

There are a few core adjustments they made that you can apply to your own digital presence today:

Audit for Clutter
Ditch the Automaton Imagery
Let the Site Do the Pre-Education

Stop throwing spaghetti at the wall and exhausting your energy trying to create daily social media content from scratch. Focus on building a grounded, strategic home base. When your digital foundation is built on clear storytelling, your entire business grows stronger.